Developing a Robust Content Strategy

Content Team

With the marketing industry constantly changing, developing a robust content strategy is critical for your brand's success.

Collaborating ideas, writing copy and placing advertisements are all pieces of your content strategy. Great content is motivated by a thoughtful and dynamic strategy.

Consider these concepts when developing a content strategy for your brand.

Create quality content.

If you don’t care about the content you’re creating - neither will your audience. Quality content provides unbiased information, answers questions, entertains, enlightens or offers support. And it answers at least one, if not multiple, of the following questions: Is it timely? Is it newsworthy? Is it relevant?

See our previous blog, Content Marketing Spelled Out, for more on this topic.

Customize per channel.

Streamlining content across multiple platforms looks different in every medium, in every industry. Whether you’re writing content for a website update, pushing out a press release, or updating a Facebook status, customization is key. Follow the guidelines per channel, abide by text-to-image ratios and use hashtags with a guided purpose.

Optimize for SEO.

SEO = Search Engine Optimization. Search engine’s sift through algorithms and provide results based on searchability, functionality, readability and Click Through Rate (CTR). Structured content coupled, keyword research, optimization techniques and metadata descriptors all contribute to a higher success rate.

Use SEO tools and third party plugins for help. If you do this well, your content could be featured in a Google Featured Snippet.

Speak human.

SEO is an important piece of a cohesive content strategy, but don't forget to speak human.

While bots and algorithms may sort the content you’re writing, your audience is full of real people. Write in short, conversational sentences. Don’t use words like, ‘highly objectionable,’ or, ‘odious’ when you can say, ‘obnoxious.’ Appeal to the audience’s emotions and intellect.  And above all, tell a story.

Measure the analytics and adapt.  

Collecting analytics and adapting your content strategy based on those results is imperative to your overall success, as well as your client's success. With every piece of compiled data, your team can develop a better targeted and more engaging content strategy.


Media habits consume the technology industry, and the technology industry consumes media habits. Don’t be afraid to adapt and adjust with your audience.

The start and end of a campaign might reveal two different content strategies - and that’s not a bad thing.

If your content strategy is robust, it is ever-changing and continuously adjusting.


Developing a successful content strategy takes time and effort. You will only get out of it what you put into it. Be critical in your writing and you will reach the right people.

At KennedyC, our team of content specialists understands how to create impressionable content through a strategic lens to build the perfect strategy for each client.

Give us a call or contact us to learn more.